Visa Re-introduces Brand with ‘Meet Visa’ Campaign

Visa Re-introduces Brand with ‘Meet Visa’ Campaign

Nosa Alekhuogie

Global payments technology company, Visa, has unveiled the initial phase of its brand evolution, spotlighting the diverse capabilities of its network and commitment to enabling global economic inclusion.

Aligned closely with the company’s business strategy, the phase includes the debut of a dynamic global marketing campaign, ‘Meet Visa’, and a preview of a modernized look for Visa’s iconic brand.

In a statement, the company said the mission is to ensure that Visa is seen as more than a credit card company and understood as a trusted network that drives commerce forward while it continues to shape the physical and digital credit or debit card transaction.

Executive Vice President and Global Chief Marketing Officer, Visa, Lynne Biggar, said: “People think they ‘know’ Visa. Consumers and businesses trust the power of those four letters and see it when they open their wallet, pay a vendor, walk into a store or check out online. What they don’t see is how those four letters operate the most dynamic network of people, partnerships and products.

“The new visa brand identity symbolises change. Visa has long stood for trust, security, acceptance and inclusion. These core values, in addition to the goal of enabling access for everyone to participate in the global economy, will be expressed through a modernised, dynamic visual brand identity, built in partnership with leading global brand design firm Mucho.”

According to the company, the ‘Meet Visa’ campaign shares an initial glimpse into the evolved visual brand identity launching later this year, featuring refreshed colors for digital impact, a custom font created for optimal digital experiences and an updated brand symbol designed to express the purpose behind the organisation.

Speaking further ,Biggar said: “Our business demands that the role of our company extends far beyond transactions. We are capturing the bold ambition of Visa with this brand evolution as a way to express what we stand for and what we strive for.

“With the world reopening and with money increasingly moving in new ways, there’s no better time to showcase the work we do and the impact a purpose-driven brand with Visa’s scale can have to enable individuals, businesses and economies to thrive.

“Over the course of 2021, Visa’s new brand identity will become visible in all 200+ countries and territories Visa operates in, cutting across the company’s primary business strategy,” she added.

Over the last five years alone, Visa has invested $9 billion in technology to shape the future of commerce, delivering a differentiated set of products, services and benefits.

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